Overview

India is already the world’s fifth-largest economy. Unlike most markets of its size, India is, and for a long time will be, driven by lots and lots of small consumers earning and spending just a little bit each, which adds up to an enormous amount. On the supply side, these consumers are served by numerous small, agile suppliers who challenge large companies by innovating to satisfy their price-performance demands. India’s vibrant digital revolution now offers the keys to cracking open this infamously tricky market. Digital business models will be the future of competition as they harness the power of the small and create large-scale businesses in the years to come. Lilliput Land provides a ‘people lens’ to understand the paradoxes and challenges that dot India’s market opportunity, and discusses the drivers and shapers of its future.

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9780143465492

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The many shades of aspiration ― from the utilitarian to the romantic, Lilliput Land, by Rama Bijapurkar, provides fascinating insights into India’s consumption story ― HINDU BUSINESS LINE

Author Information

Rama Bijapurkar is a business adviser, independent director on boards of blue-chip corporate and academic institutions, researcher, and academic. She describes her work as ‘bringing the “people view” to business strategy and public policy’.

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